SEO PROJECT

Name: Susan Li

URL of Website: http://www.caasco.com

Date: June 2, 2015

EXECUTIVE SUMMARY:

Company Overview

CAA South Central Ontario is an affiliated club of the Canadian Automobile Association (or

CAA). It is a not-for-profit organization with its head office located in Thornhill. CAA South

Central Ontario provides roadside assistance, auto insurance, and travel services to its

members across South Central Ontario.

The association was founded more than a century ago. After a few times of name changes and

mergers, CAA Central Ontario eventually took the name of CAA South Central Ontario in 2005.

It has over 1.8 million members across the region.

In the past, CAA South Central Ontario enjoyed a rapid growth, because of the demand for

roadside assistance and towing services. In addition, the members get additional benefits

including discounts on gas, hotel rooms, attraction tickets and even electronics. Although there

were a couple of other automobile associations around, they were not really competitive.

Therefore, CAA South Central Ontario has been dominating this industry.

However, things have changed during the past a few years.

1. The innovative technology in towing business, such as towing app Urgent.Ly, is going to

disrupt the traditional towing scene. Urgent.Ly connects stranded motorists with the

nearest tow-truck driver through its mobile app. It allows customers to pinpoint their

exact location and see how far away help is. This will threaten the typical call-centre

model used by motor clubs like the CAA South Central Ontario.

2. CAA South Central Ontario provides auto insurance, travel insurance, as well as home

insurance for its members. But people can find all these insurance packages from

insurance companies. Insurance industry is very competitive and there are always low

rate available. Why purchase from CAA South Central Ontario?

3. CAA South Central Ontario offers travel deals, hotel bookings, and discounted attraction

tickets for its members. Travel industry is extremely competitive. All online travel

agencies offer more choices and better deals. Why buy from CAA South Central

Ontario? On top of that, CAA members may not even know that their association offers

them a great deal on an attraction ticket, because they have not found it when they

search online.

4. In the past, CAA members had the privilege to pick up free maps, driving directions,

directories at any CAA location. This does not attract to younger generation anymore,

because they can find all information they need on their apps on the go.

Website Review

The current caasco.com is not responsive web design. The website is old looking, it does not

adapt user experience design, and it is not easy to navigate. However, because of the subject of

this project, I will only make recommendations from search engine perspective. The metric I

will be leveraging for caasco.com is to improve SERP results and to:

1. Increase online membership signing rate by 10%. - That is putting the right message and

valuable information in front of potential members when they look for information with

search term includes “CAA”.

2. Increase online travel products sales by 15% in six months. That is having CAA members

find and purchase travel related products on CAA site when they search for these

products while the search term does not include “CAA”.

Driving traffic to the site, especially for current members – Current SEO perform well for the

keywords that include “CAA”. SEO does not perform well for the keywords that do not include

“CAA”. Therefore, customizing Title tags, Meta descriptions, H1 tag on all web pages is

essential.

Relevant Keywords – I took advantage free Google Keywords planner tool to help choosing the

following keywords for this project.

CAA Travel Insurance

CAA Ontario

Discounted Cineplex Tickets

Last minute vacation deals

Buying a used car in Ontario

I spied on caasco.com to see what keywords they have rank for. Except “CAA”, non of the above

selected keywords are in below chart

Here are five keywords being researched:

SECTION 1: SEO Keyword Strategy

KEYWORD SEARCH VOLUME

LEVEL OF COMPETITION RELEVANCY STOBC KEI

Caa travel insurance 1,900 838,000 high Interest .0022673

Caa Ontario 2,900 1,480,000 high Awareness .00195946

Discounted Cineplex tickets

10 26,500 high Action .00037736

Last Minute Vacation Deals

2,400 14,600,000 high Action .00016438

Buying a used car in Ontario

260 2,840,000 high Interest/action .00009155

This is the screeshot for the keywords were researched in Google Keywords planner tool.

SECTION 2: ON-PAGE ASSESSMENT

CURRENT STATE: The current status on the closest URL, the existing Title Tag, Meta description,

and H1 Tag for the keywords I researched

URL

TARGET KEYWORD

(From Keyword Research)

TITLE TAG META

DESCRIPTIONS H1 TAG

Caasco.com/insurance/travel-insurance.aspx Caa travel insurance

Travel Insurance – CAA South Central Ontario

CAA Travel Insurance keeps you & your loved ones protected from unexpected health or medical emergencies while you enjoy your vacation to the fullest.

<H1> Insurance </H1>

Caasco.com Caa Ontario Canadian Automobile Association – CAA South Central Ontario

The Canadian Automobile Association is an Automobile Club in South Central Ontario delivering quality services.

Not Found

caarewards.ca/sco/offer/aaa/M20142 Discounted Cineplex Tickets

CAA Rewards South Central Ontario

Not Found <H1> Find Offers By </H1>

caasco.com/Travel/Vacation-Packages/Last-Minute-Deals-Page.aspx

Last Minute Vacation Deals

Last Minute Packages, All inclusive vacations – CAA South Central Ontario

Find various last minute packages and all inclusive vacations. Choose a pre-packaged deal or build your own! For more information, contact us at 1-866-286-9323.

<H1> Travel </H1>

caasco.com/Auto/Buying-a-Car/Buying-a-Used-Vehicle

Buying a used car in Ontario

Buying a used car in Ontario – CAA South Central Ontario

Considering purchasing a used car, CAA South Central Ontario provides information that can help you avoid making a decision you&#39; ll regret later.

<H1> Auto </H1>

RECOMMENDED STATE: My recommendations on how I would alter URLs, Title Tags, H1 Tags,

and Meta descriptions for better SEO and SERP results.

URL TARGET KEYWORD

(From Keyword Research)

TITLE TAG META

DESCRIPTIONS H1 TAG

Caasco.com/travel-insurance Caa travel insurance Travel Insurance – CAA South Central Ontario

CAA Travel Insurance protects you and your family from trip cancellation, medical emergency and other unexpected interruptions while you enjoy your vacation.

<H1> Travel Insurance </H1>

Caasco.com Caa Ontario Insurance, Travel, Roadside assistance, Rewards – CAA South Central Ontario

CAA South Central Ontario is a membership based organization that provides its members

<H1> Insurance, Travel, Roadside Assistance, Rewards </H1>

with insurance, travel, roadside services and rewards programs.

Caasco.com/travel/discounted-cineplex-tickets

Discounted Cineplex Tickets

Discounted Cineplex Tickets – CAA South Central Ontario

CAA Members enjoy up to 24% off on Cineplex movie tickets when you pre-purchase your tickets.

<H1> Discounted Cineplex tickets </H1>

caasco.com/Travel/last-minute-deals Last Minute Vacation Deals

Last Minute Packages, All inclusive vacations – CAA South Central Ontario

Get exclusive travel deals, book cheap flights, find discount hotels, cruise specials, car rentals, Disney vacations & last minute trips at CAA Travel, for members only.

<H1> Last Minute Vacation Deals </H1>

caasco.com/Auto/Buying-a-used-car Buying a used car in Ontario

Buying a used car in Ontario – CAA South Central Ontario

Considering purchasing a used car, CAA South Central Ontario provides information that can help you avoid making a decision you regret later.

<H1> Buying a used car in Ontario </H1>

In conclusion, it is extremely hard to compete with insurance and travel industry for general

terms such as “Home Insurance”, “Toronto Hotels”. Therefore, I do not recommend optimizing

these broad keywords. I am aiming to capture the searchers who are looking for more specific

terms such as “discounted Cineplex tickets”, in which they are more likely to make decision

once they find a deal. Or “Buying a used car in Ontario”, in which they are able to find the

educational information before making a decision, - the very first step to convert a visitor to a

member.

References: http://en.wikipedia.org/wiki/CAA_South_Central_Ontario

http://business.financialpost.com/news/transportation/watch-out-caa-new-

roadside-assistance-apps-seeking-to-revolutionize-towing-industry?__lsa=6f44-6c64